NYC inspired ad campaign promotes Norwegian Breakaway

8 January 2013

Norwegian Cruise Line today debuts a New York City-inspired advertising campaign themed, “The Best of NYC Sails to Sea” to promote its new ship, Norwegian Breakaway which will be the largest cruise ship to homeport year-round in New York City. The new campaign includes an eye-catching, state-of-the-art digitally animated television commercial, print advertisements, various out of home elements, online media and new digital experiences on the Breakaway microsite that artfully render the New York City experiences found on board.

The Norwegian Breakaway television spot shows striking visuals of the Manhattan skyline cruising by the Statue of Liberty and out to sea atop Norwegian Breakaway, visually conveying that the best of NYC will sail to sea on Norwegian Breakaway. The new television spot will air on various networks throughout the winter and spring in New York, Boston and Philadelphia and can be viewed on the line’s YouTube channel. There is also a Spanish version of the television spot that will air on Telemundo and Univision in the New York market. In addition, Norwegian has enhanced www.breakaway.ncl.com with new digital experiences that highlight the New York City experiences found on board and demonstrate how Norwegian Breakaway brings the best of NYC to sea. Site visitors can watch as a theater on Broadway is transformed into the Breakaway Theater and as New York’s popular SOHO Neighborhood transitions into The Waterfront on board Norwegian Breakaway. Additional transformations will be launched later in January including Central Park being morphed into the ship’s Aqua Park.

“It’s so exciting to be launching this dynamic advertising campaign promoting our new ship, Norwegian Breakaway, during the start of Wave Season, the best time to book a cruise,” said Kevin Sheehan, Norwegian Cruise Line’s chief executive officer. “Our goal with the campaign is to show the ship’s strong connection to New York City in a visually striking way that will inspire everyone to want to come aboard and experience all that Norwegian Breakaway has to offer beginning May 12.”

Designed as New York’s ship, Norwegian Breakaway will bring the best of NYC to sea when she arrives to her year-round homeport in early May 2013, offering the high-caliber dining and entertainment options that New York is known for worldwide. The line also announced that it is an official partner of the popular NYC & Company programs: NYC Restaurant Week and Broadway Week, further strengthening Norwegian Breakaway’s strong ties to New York City. To generate additional awareness and buzz throughout the city, Norwegian, in partnership with NYC & Company, is creating four interactive “Breakaway Warming Stations” that will pop-up in different locations throughout the city in January.

As part of the partnership, Norwegian is prominently featured in the NYC Restaurant Week and Winter Broadway Week promotional booklets, on nycgo.com, and in advertising, including bus shelters and on light pole banners throughout the city. In addition, on select dates in January, New York City residents and visitors are invited to visit one of Norwegian Breakaway’s “Warming Stations,” where they have the opportunity to get a “break” from the cold weather and a hint of the warm weather and sunshine the ship will offer guests when she sails from New York year-round to Bermuda, Bahamas & Florida and the Caribbean. Guests can learn about the ship’s exciting amenities or take a photo amongst a beach-themed setting, which can be uploaded and shared on Facebook right from the station. Photos from the Warming Station events can also be viewed on the line’s Facebook page. To add to the excitement, visitors can also win special prizes hourly, including tickets to see the Broadway smash-hit Rock of Ages, or dinner at Geoffrey Zakarian’s restaurant, The National.

ADVERTISEMENT

The Norwegian Breakaway Warming Stations will take place between 9 am and 4 pm on the following dates:
· January 14: Flatiron Plaza;
· January 22: Ninth Ave. & 14th Street in Chelsea Plaza;
· January 28: Times Square on Military Island.

For location updates and the chance to win additional prizes, everyone is encouraged to follow Norwegian on Twitter at @cruisenorwegian.
To celebrate the company’s involvement in NYC Restaurant Week and Broadway Week, Norwegian is giving foodies and entertainment lovers the opportunity to win one of two cruises for two on the May 12, 2013 maiden voyage of Norwegian Breakaway as part of the “Best of NYC Sails to Sea Sweepstakes.” The lucky winners will also receive a one night hotel stay in Manhattan, two tickets to a Broadway show and dinner at Geoffrey Zakarian’s restaurant The National the night before departure. To learn more and enter to win, stop by one of Norwegian’s “Warming Stations” or visit either nycgo.com/restaurantweek or nycgo.com/broadwayweek.

The Breakaway advertising campaign, slated to run through May, is a continuation of the Cruise Like A Norwegian concept, developed by Norwegian Cruise Line and The Martin Agency in 2011.